Blue Bell Ice Cream entered the Arizona market in 2005. It is the third bestselling ice cream in the country even though it is only available in 16 states, and while it has "a cult-like following" in southern markets and its home state of Texas, it is still building name recognition and brand loyalty in Arizona. Blue Bell looks to Tin Can Marketing to identify and coordinate marketing and sampling events as well as secure media coverage for its new flavors. As July is National Ice Cream Month, and very hot in the Southwest, PR opportunities abound.
Tin Can Marketing focused on supplementing Blue Bell’s media buy of radio spots, endorsements and television with community events and lifestyle television appearances. It had several unique elements to work with this year:
- A new summer flavor
- Blue Bell spokesperson – The Country Girl
- Event Trailer
The event trailer is a concessions stand-style truck travels the country for events and sampling. Tin Can Marketing would use the trailer to schedule community events with key business partners for Blue Bell in addition to offering it as a entertaining visual for television.
The event trailer turned into much-loved prop for television. Because it was mobile, Blue Bell could drop into already scheduled events and scoop ice cream for television reporters. Tin Can Marketing also went a step further to coordinate stops at a local swim practice to guarantee plenty of activity and children for morning hosts to interact with.
The result was nearly one hour – 55 minutes – of television coverage for Blue Bell in the month of July.
In addition, Tin Can Marketing assisted Blue Bell in building business partnerships. It coordinated stops for the trailer at Phoenix area grocery stores – adding a benefit to their customers by sampling in their parking lots. It also scheduled stops with prominent communities such as Luke Air Force Base.